11 ‘About Us’ Page Examples that Brilliantly Demonstrate E-E-A-T

Most about us pages suck.

In fact, I’d take a guess that yours probably does.

They’re often nothing more than a short blurb about a business that offers nothing of value.

And I want you to realise just how important this often overlooked page is, for you to figure out why yours isn’t good enough and for you to go off and build something better.

In fact, your site’s about us page is one of the easiest opportunities you have to demonstrate E-E-A-T. And if sustainable SEO success is important to you (it should be), this is something you need to pay attention to.

You see, your About Us page is something that’s entirely in your control. It’s up to you how detailed it is, how much of your story you tell and how you use it to demonstrate why you should be trusted by those who don’t yet know you.

So why do so many brands make do with mediocre about us pages that no one wants to read?

And if you realise yours does, in fact, suck, where can you get inspiration on what great looks like?

Keep reading to be convinced about why you should go away and overhaul your site’s about us page, why it’s a huge opportunity to demonstrate E-E-A-T and to see 11 examples of pages that, in my opinion, can inspire you to create something better and what great looks like.

Go ahead and open up your site’s About Us page.

Head to your top five competitor’s sites, find their About Us pages and make notes on what stands out on these. Especially things that demonstrate their Experience, Expertise, Authoritativeness and Trustworthiness.

Do this with the mindset of a user, not their competitor.

What parts of the page would convince you that this business is trustworthy and an authority in their space?

Then ask yourself whether your own About Us page is good enough…

I’m going to guess not. But what you’ve now got is a list of notes on what your competitors are doing better than you. You can use these notes as you start to plan how to improve your own.

Your About Us page is a great opportunity to demonstrate E-E-A-T, and you need to be considering how you do this.

In fact, you can use your About Us page to showcase:

• Your Story.
• Your Product & Service Offerings (an overview).
• Trust Factors.
• Your USPs.
• Your Standout Stats.
• Your Team.
• Your Awards, Professional Memberships & Accreditations.
• Your Reviews & Testimonials.
• Your Locations.
• Your Contact Information.
• Your Clients & Customers.
• Your Editorial Policy.

If we look at Google’s Quality Rater Guidelines, we see (on Page 27) that Google recommends using what a site says about itself on its About Us page as a starting point for understanding whether the site is a trustworthy source.

And we can take this as a strong signal as to the importance of About Us pages for demonstrating E-E-A-T and as justification for putting in the effort required to make sure ours are as comprehensive as possible and, above all else, help to showcase the business is trustworthy.

We can also look at an example that Google gives in the QRGs on page 63 of a page that demonstrates high E-E-A-T.

Here’s the summary:

And here’s the page:

Probably not what you were expecting, right?

But what’s important is that this demonstrates high E-E-A-T based on the purpose of the page. This is a local fish and chip restaurant, not a YMYL business. And context is key here. A local restaurant isn’t expected to demonstrate E-E-A-T to the same level as a bank or company giving financial information, for example.

This page showcases a few key things:

• The business has been established since 1969
• That it’s still operated by the founders’ son-in-law today
• Ocean Magazine has featured owner Terry Cross, showcasing third-party validation

For a local restaurant, this is sufficient to land a ‘high’ E-E-A-T rating.

Of course, this is just one example, but it’s a good one for helping us understand the importance of approaching E-E-A-T in the context of our own industries.

Sometimes, it’s hard to figure out how to rework a page without ending up with version 1.1 of what you’ve already got.

And when your site’s about us page isn’t good enough to demonstrate E-E-A-T, you probably need to start thinking about it from scratch, rather than just making improvements to what’s live at the moment.

Rather than totally reinventing the wheel, though, it’s always useful to spend time looking over how other brands are approaching their pages, taking the standout parts from the ones that resonate with you the most, and using these as inspiration for how to significantly improve yours.

But the problem is that most About Us pages aren’t anything special. And this can make it hard to find inspiration and examples that offer anything that’s above average.

So I’ve put together a list of 11 About Us page examples that I use as reference points time and time again.

Each of these pages sits proudly in my swipe file as one that I can take inspiration from when making suggestions to clients on improving their own.

In my opinion, they’re some of the best About Us pages out there when it comes to demonstrating E-E-A-T, and there’s lots you can learn from these 11 examples.

For each example, you’ll learn what makes these so great at demonstrating E-E-A-T, and what makes them stand out in a sea of boring and bland about us pages.

Confused.com’s About Us page is perhaps the one I refer to more than any other when talking about what ‘great’ looks like, especially when it comes to YMYL brands.

In my opinion, there are few About Us pages that go into more detail than this, and after reading it, you’re left with absolutely no questions at all about who the business is, how they operate and why they’re a trusted brand.

• Straight away, the page’s aim is to help users to trust the brand, sharing three key reasons why this should be the case.
• Transparency around how Confused.com makes money. In a time when there’s too little clarity on how some sites make money, this is brilliant to see, and it’s not just a general overview either. Breaking it down to product-level really helps to build trust.
• It’s really easy to see how the brand is regulated, as well as who owns the site. Again, this page is all about transparency.
• You can see who Confused.com’s experts are without clicking into another page, further helping to showcase that it’s genuine experts behind the content.

There’s a reason why many of us first became aware of the importance of E-E-A-T (then E-A-T) during Google’s Medic Update in 2018; because it was healthcare and medical sites who got hit the hardest.

Why? For not demonstrating sufficient E-A-T signals in many cases.

And for that reason, brands operating in this, or any other YMYL, niche need to pay close attention to how they’re demonstrating that their content is produced by experts and that they’re a trusted voice in the space.

Healthline, in my opinion, does a fantastic job of this, and its About Us page is one that a lot can be learned from.

• It’s instantly clear how important Healthline is to a large community of people. 150 million each month, in fact. And what’s fantastic to see is the source of this; the brand’s Google Analytics from October 2022. Granted, this could be updated more frequently, but it’s transparent.
• The transparency around the site’s editorial policy and medical affairs team stands out. It’s easy to see that the site is powered by over 150 healthcare professionals and what their content standards are. Insight into how they use AI is also refreshing to see.
• Users can easily see the various communities that Healthline runs for those with chronic conditions, their contact details and their wealth of policies.

YMYL covers all types of ‘Your Money or Your Life’ industries, and finance plays a huge part in this. And RenoFi, a disruptive fintech company who are changing up the renovation loans industry in the US.

And their About Us page does a great job at helping those who have probably never heard of the brand to trust them. In fact, it’s a great example to see how you don’t need fancy designs to create a page that demonstrates a high level of E-E-A-T.

• In the opening intro, users learn exactly what RenoFi does and, more importantly, that their team comprises expert loan originators. It’s this sort of information that Quality Raters are encouraged to look for.
• There’s clear information on the RenoFi Loan; a product that most people won’t have heard of. But what’s maybe even more important is the clarity around the NCUA Insured Credit Unions that RenoFi is a partner to, and that RenoFi has funded renovation projects worth over $1 billion.
• The RenoFi Story helps build trust and showcase that personal connection, explaining why the company was founded and the problem that they set out to solve. Users want to connect with brands, and understanding their story goes a long way to helping this happen.
• Users can clearly see who RenoFi’s founding team is, as well as their NMLS numbers.
• The disclosures help to back up RenoFi’s credibility; they make it clear how the company makes money, who they can help and the company’s information.

HubSpot is a brand that pretty much every marketer will be more than familiar with, and their About Us page is one that is simple, but incredibly effective at demonstrating E-E-A-T.

And it’s the simple but personable format that does this so well.

• HubSpot’s mission is at the forefront of its About Us page, and it sits right alongside its two co-founders. People want to know who is behind a business, and this is a great way to showcase this.
• The brand’s story is one that many could only aspire to, but it’s not just told as a wall of text. Using video, and the story straight from the founders’ mouths, takes the delivery of this to another level.
• What builds the most trust here is the data behind the brand’s community. By showcasing the stats behind HubSpot, it’s hard to ignore the influence that this company has on its customers. Using data is a definite way to build trust with your users, even if those numbers aren’t the size of HubSpot’s.

Another example from a YMYL niche and one that builds an instant connection between users and the bank.

And again, we see data playing a role in demonstrating E-E-A-T here, as well as a clear use of storytelling, something else that helps to get the user on-side.

• Staling’s About Us page reads like a story. And it’s the perfect way to introduce a user to who they are, what they do and why they’re trustworthy. Claims such as ‘Britain’s first digital bank’ are bold ones, yet ones that can be easily validated. It doesn’t take long to showcase that this bank is doing big things. Claims like this are a great way to get users on-side, especially when told as part of a story.
• Transparency around working at Starling, as well as their commitment to doing their part to encourage more women into finance, stands out here. It’s these ‘personal’ touches that go a long way to helping customers to connect right from the start.
• Showcasing who owns Starling leaves no questions unanswered, and the way this information is shared makes it easy to dive into the owners and the leadership team. Noticing a trend here? Transparency wins.

Grind is our first example here that steps away from YMYL and into eCommerce (HubSpot comes with a hefty price tag for paying customers, taking it into this category in my opinion).

And it’s great to see how those businesses with a little less responsibility for their customers (in the sense of YMYL) go about demonstrating E-E-A-T. Of course, every business has a responsibility to build trust and look after their customers, but as we showed with Google’s own example, it takes less to demonstrate outside of YMYL.

• Grind does a lot to demonstrate to its commitment to the planet, and what they’re doing to make sure they’re doing good. To a group of consumers who care a lot about sustainability and green initiatives, this speaks straight to these people.
• But what stands out the most here is over a quarter of a million reviews, showing a rating of almost 5/5. It’s very hard to argue with so many positive reviews, and this goes a long way to building trust.

Back to a YMYL niche, The Independent Pharmacy’s About Us page doubles down on showcasing that their site is run by experienced healthcare professionals and many more reasons why they can be trusted.

And let’s not forget that Trust is, by far, the most important E-E-A-T factor, according to Google.

• The first claim made on the page is that the company is run by experienced healthcare professionals, something that users want to see, especially in a sector where expertise is so important. But E-E-A-T is not just about making claims, but backing them up, too.
• It’s easy to see who is behind the brand, as well as their reason for setting it up; fighting misinformation and the state of online healthcare back in 2013. Talk about getting the users on side.
• In terms of backing these claims up; we can see links out to The Independent Pharmacy’s memberships to regulatory bodies (maybe the biggest trust signal in this space) and even a link to report untrustworthy pharmacies. There’s lots of evidence here that they’re doing their bit to stand against those who aren’t trustworthy.
• Showcasing the 8 qualified pharmacists with 150+ years of combined experience alongside 19,000+ positive reviews goes a long way to building trust.

It’s not uncommon for tech companies to spend more time on their product pages than their About Us pages, often on the grounds that it’s the product that sells, not just the people.

But let’s remember that, for many companies, the investments they make into tech are significant, and a convincing About Us page plays a big part in their due diligence of the people they’re working with.

Tipalti’s is a brilliant example of one that oozes transparency and one that tech companies can learn a lot from.

• People buy from people, that’s a fact, and by leading (almost) with the company’s leadership team, it’s easy to meet the people behind the brand. And as Google continues to double down on knowing who is behind content, doing this is something that comes recommended.
• Once again, data tells a big story, and one thing that stands out is that this is a brilliant way to build trust. After all, a company with more than 1,000 team members that’s processing more than $41 billion in payments is a big deal, right?
• The clients that Tipalti works with include a number of known brands, and referencing these further builds trust. Don’t ignore the importance of associating yourself with your customers and clients.
• Not only that, but by showcasing clear milestones, it’s easy to take users along for the journey in learning the history of the brand.

It’s perhaps no surprise that we’re seeing so many YMYL niche brands featured here, but the thinking behind this is that if you can learn from those who are demonstrating E-E-A-T in these sectors, you’ll be inspired to do better in pretty much any industry.

Don’t forget that there’s nothing wrong with going above and beyond to demonstrate E-E-A-T, even in industries where it’s maybe not quite as critical as others.

• This is another example of a brand using video to tell its mission, and it’s for good reason. Video often provides a better medium of telling a story than just words, and it’s clear that some brands are quickly realising that this offers the personal touch to get buy-in and build trust from customers.
• But the page also does a fantastic job of selling the product and demonstrating that it’s backed by psychology, technology and human coaching. Talk about connecting with what people are looking for.
• By including testimonials on the page, this acts as proof from users of the product, and the brand’s story once again adds much-needed value.
• The little things count too, though. See the links towards the bottom of the page? These are making it really easy for users to view the brand’s press coverage, careers and scientific research. It’s referencing things like this that can make all the difference to demonstrating why your users should trust you; validation from others.

On first glance, it looks like this is a simple and pretty basic About Us page. But it’s not.

Whilst the main About Us page here offers just a brief introduction to Abercrombie & Kent, you’ll see 12 links out to pages that expand on this and that, together, form part of this section of the site. Together, these do an awful lot to demonstrate E-E-A-T.

• This brand’s About Us section tells you pretty much everything you could ever want to know about the company, from its history to its team, awards, philanthropy and more. And it’s this breath of information that sets it apart from most of the competition.
• This example goes to show that you don’t need to be limited to a single page, just because that’s how lots of brands choose to do it. Sometimes, it makes more sense to split key information across multiple pages, and there’s absolutely nothing wrong with doing this. As we can see here, it can be really easy to pinpoint users to the information they’re looking for, and it all still builds trust.

An About Page is your opportunity to tell your story, whatever you want that to be. And real-estate company Corcoran has found the perfect way to do this.

Yes, it’s one of the more visual examples here, but it’s incredibly effective at doing what they’ve set out to do; showcase that they’re a human-first real estate company.

• Again, we see this About Us page opening with the brand’s mission. This is something that we’ve seen recurring through many of the examples here. Why? Because it’s the perfect way to introduce a brand to someone unfamiliar with it; sharing their purpose. What do we learn? That Corcoran is thousands of talented agents backed by one trusted name. Trust, trust, trust. That’s what it’s all about.
• Transparency around the brand’s leadership and executive teams goes a long way when trying to position yourself as a human-first brand, and they’re a key feature of this page, as is the story behind the company. History builds trust.
• The page ends with links to some of the brand’s standout pieces of press coverage, again showcasing the importance of backing up what you say with third-party validation. When you’ve got the press talking about you, and you shout about this yourself, it’s hard for people to ignore the trust signals that this builds.

If you’ve taken away one thing from this guide, I hope it’s that your About Us page is a more important part of demonstrating E-E-A-T than you thought 20 minutes ago.

And by taking the time to really understand what it takes to ‘do better’ in your industry and building an About Us page that your competitors will be turning to for inspiration, you can go above and beyond in demonstrating the reasons why your users should trust your site and your brand.

Want to learn more about E-E-A-T? You might like these other guides:

• Breaking Down E-E-A-T to the Content, Author & Brand Levels
• The Role of Digital PR in Demonstrating E-E-A-T